Product-Market Fit.

Speaking at an American Chamber of Commerce event, our Co-CEO and Co-founder Stuart Elliott offered insight into three fundamentals that organizations need to get right if they are serious about innovation.

In my experience, there are common themes that link the failure of new products, and I am often asked by anxious entrepreneurs for my top tips on preventing their products from becoming landfill and, by corollary, how they can make their products successful.

Good voice-of-customer (VoC) research requires you to be part detective and part psychologist. You are trying to solve a puzzle through questions and observations that will help you determine your product direction, your regulatory strategy and your commercialization path. And it’s not a simple puzzle to solve.